Barrie Gunter, Adrian Furnham

Consumer Profiles (RLE Consumer Behaviour)

An introduction to psychographics

• Gebundenes Buch

Produktbeschreibung

Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 194
• Erscheinungstermin: 2. Dezember 2014
• Englisch
• Abmessung: 218mm x 145mm x 15mm
• Gewicht: 363g
• ISBN-13: 9781138832459
• ISBN-10: 1138832456
• Artikelnr.: 41245979

Autorenporträt

Barrie Gunter, Adrian Furnham

Inhaltsangabe

1. Introduction: Market Segmentation Strategies 2. History and Background
of Psychographics 3. Personality Profiling of Consumers 4. Psychographic
Systems for Consumer Profiling 5. Critique of Psychographics 6.
Applications of Psychographics: i) Consumer Activity 7. Applications of
Psychographics: ii) Media Markets 8. Application of Psychographics: iii)
Consumer Sub-Groups 9. Putting Psychographics Into Practice